From a Personal Health Journey to a ₹25 Crore Brand: The Repeat Gud Story

By Prerna Saini | July 27, 2026

For Isha Jhawar, Repeat Gud wasn’t born from a business plan but from a personal belief that healthy eating should never feel like a compromise. While trying to adopt a healthier lifestyle, she realized that most everyday sauces and condiments contained refined sugar, unhealthy oils, and artificial ingredients. Instead of settling for the available options, she decided to create products that combined clean ingredients with the familiar taste people already loved. That vision eventually became the foundation of Repeat Gud.

Like many first-time founders, Isha assumed that developing a food product was all about perfecting a recipe. However, stepping into commercial manufacturing completely changed her perspective. Working with food technologists introduced her to concepts like TSS, pH, viscosity, and homogenization, making her realize that successful food manufacturing is driven as much by science as by cooking.

Developing Repeat Gud’s first product required patience, persistence, and an unwavering belief in the process. Before launching, the team completed 172 product trials before arriving at a formulation that met their expectations. While many would see 171 unsuccessful attempts as failures, Isha viewed them as valuable lessons. She firmly believes that if you never try, your chances stay at zero, but the moment you take the first step, you create the possibility of success. It was this belief that kept her moving forward until Repeat Gud became the brand she had envisioned.

Creating healthier products without compromising on taste became one of the brand’s biggest priorities. Extensive experimentation with ingredients and formulations helped Repeat Gud develop products that delivered familiar flavours while maintaining its clean-label promise.

The company’s first major milestone came after selling its first 2,000 bottles. More than the sales themselves, it was the repeat customers asking when products would be back in stock that convinced Isha she was building a brand people genuinely trusted. One particularly memorable moment came when the parents of a young girl with allergies shared how Repeat Gud allowed their daughter to enjoy packaged foods without compromising on taste or nutrition—an experience that reaffirmed the brand’s purpose.

Building a clean-label food brand also brought operational challenges, particularly in sourcing preservative-free ingredients in small quantities without compromising on quality. Despite higher costs and limited supplier options, Repeat Gud remained committed to maintaining the standards it had set from the beginning.

Looking back, Isha believes entrepreneurship has taught her resilience more than anything else. From production issues and logistics delays to customer complaints and legal challenges, every obstacle became an opportunity to learn. Supported by her family and driven by consistency, she continues to build Repeat Gud with the belief that meaningful brands are created through patience, persistence, and an unwavering commitment to quality.